Promoting and Developing the Arts for the Future of Malaysia

PRESS RELEASE PR Newswire

Sep. 13, 2017, 04:45 AM

PUTRAJAYA, Malaysia, Sept. 13, 2017 /PRNewswire/ -- The Honourable Prime Minister of Malaysia, Dato' Sri Najib Razak announced the inception of the Cultural Economy Development Agency (CENDANA) to lead the development of a vibrant cultural economy for Malaysia, at a launch ceremony held on 6 September 2017. CENDANA is setup by the Malaysian government through MyCreative Ventures, an effort announced in the National Budget 2017. CENDANA is guided by the vision for Malaysia to be home to a vibrant and inspiring cultural economy, and one that can be proudly shared with all Malaysians. Furthermore, CENDANA will focus on championing the development of the arts and culture sector within the creative industry and promote it to a wider audience.

A creative economy is one of the most rapidly growing sectors in the world's economy today as it creates more job opportunities, income, as well as export earnings. A healthy creative economy helps to generate non-monetary value that significantly contributes to achieving people-centred, inclusive and sustainable development for the country. CENDANA is trying to bring about an upheaval of the cultural economy across all fronts in the Klang Valley as a start. There are plans to energise the landscape via stimulating demand for the arts, empowering the communities by improving circumstances for individual artists and arts groups but also, on a larger scale, to refine existing policies and to make investment in the arts more attractive to corporations. Research will also be continuously conducted to have an evidence-based approach with improving the arts and culture ecosystem.

"Cultural development of Malaysia is in tandem with the achievement of Malaysia as a society. The development of Malaysia should be in line with our efforts to uphold our local arts and culture arena. We need to promote and prioritise our arts and culture. The government will work closely with strategic partners and corporate bigwigs to ensure that our efforts are maximised to increase opportunities for Malaysian artistes as well as allowing easy access for the people to enjoy the various arts and culture of Malaysia. This is very important as the arts reflect the spirit of the nation and will shape our identities as Malaysians. I am confident that CENDANA will help us achieve this goal and at the same time position Kuala Lumpur as a rapidly developed capital city with lots of inspiration and energy," said YAB Dato' Sri Mohd Najib Tun Abdul Razak, Prime Minister of Malaysia.

"Arts and culture, whilst are recognised as important assets to the nation, have not been nurtured to its full potential. Hence the lack of strategic approach or tactical support for our arts and culture communities continues to be a recurring issue. The establishment of CENDANA demonstrates exciting times ahead for the arts in Malaysia. One of the most critical steps that CENDANA will undertake is to assess where we are as an industry, and then articulate a plan on where we want to be. I am happy to report that this is currently underway through a Kuala Lumpur Cultural and Creative Research that was initiated in 2015. The outcome of this research will be announced this November 2017. This will set the tone for a 5-year actionable plan," said Izan Satrina Dato' Mohd Sallehuddin, Founding CEO of CENDANA.

The Malaysian government is taking unprecedented steps to elevate the voices of the arts and culture communities. Today's actions regarding CENDANA build on this important work, and further demonstrate the Prime Minister's commitment to increasing opportunities for the arts and culture communities and in ensuring more people, in more places, have access to our arts and culture.

"CENDANA aims to be inclusive and relevant and will value add to the wider economy by focusing efforts in performing arts, visual arts and independent music in small, medium (<500pax capacity) and public spaces. The EXCO and sub-committees have shown exceptional vision in their plans for how CENDANA can aid in scaling up our artists and shape our communities," said Izan Satrina Dato' Mohd Sallehuddin, Founding CEO of CENDANA.

CENDANA is governed by the Executive Advisory Committee who oversees the development and implementation of corporate strategy and ensuring the delivery of the CENDANA's objectives. It is chaired by YBhg. Datuk Seri Ahmad Farid Ridzuan (Communications Advisor to the Prime Minister) and includes distinguished public and private stakeholders like Johan Ishak (CEO of MyCreative Ventures), Puan Shahira Ahmed Bazari (Managing Director of Hasanah Foundation), YBhg. Datin Azalina Adham (COO Bursa Malaysia) and YBhg. Dato' Khairul Anwar Salleh (Vice President Malay Language Business ASTRO).

To ensure inclusivity and relevance, CENDANA's Industry Advisory Panel includes the nation's most experienced practitioners in the cultural sector. This panel provides independent advice and recommendations on the implementation of CENDANA strategic and tactical activities.

To further strengthen international networks for the benefit of Malaysia's arts and culture export and to ensure CENDANA considers potential new collaborations with the international cultural communities, there is also an International Advisory Panel.

With CENDANA and passionate people leading the way, Malaysia's future promises to be vibrant. This is an investment for our nation's heart and soul, and the government is fully committed.